The brewery involves itself in
blockbuster films, adopting a
strategy that is heavily
involved with the 'above the
line' presence - global
promotions, advertisements -
and 'below the line presence
- shop floor promotions,
premiers etc.
Star power
THE WORLD OF HEINEKEN
It's not the first time that Travolta has worked with Heineken; he did a
commercial for the beer with his movie Swordfish, a film that Heineken was
heavily involved in. "He likes the brand, he was a gentleman through and
through, "says Jeff Povlo, a young American who works specifically with
film for Heineken.
Travolta is just one of many Hollywood and international film celebrities
that Heineken engages to further strengthen the values and impact of the
Heineken brand worldwide as Walter Drenth, Global Marketing
Communication Manager Heineken, explains. Brad Pitt, John Cleese, Mike
Meyers, Ben Stiller, Jennifer Aniston and even Sarah Jessica Parker of Sex
and the City are just some of the stars that participate - either through
commercials, films that Heineken associates with in promotions or product
placement - in creating aspiration associations for the premium lager.
Celebrities and creation of image association is certainly nothing new; it's a
popular and often successful way to brand a product. Sports, embodying
excellence and drive, music figures displaying awareness of the now and
providing access to adults and, yes, film stars exuding that silver screen
mythology, that aspirational life we'd like to lead. All chariots on which
brands have ridden to market share success.
While only by outward appearances Heineken is involved in this process
(one of its most successful ad campaigns involved Leonard Nimoy's
Be cool
